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By using table tennis as an example and conducting an in-depth investigation into the impact of market demand factors on membership consumption of table tennis club members in the USA, the purpose of this paper is to illustrate the opportunities and marketing efforts needed for Asian sports to survive and thrive in North America, in which consumer demand factors assessing core program features of table tennis clubs were found to be very influential of cognitive, affective, and behavioral consumptions of table tennis club members.

Through conducting a review of literature, observations of club operations, and interviews of club administrators and club members representing various table tennis clubs, a preliminary questionnaire was formulated for this study. The initial questionnaire was submitted to a panel of five experts, for a test of content validity. By incorporating their suggestions, editing was made to improve a number of the items in the questionnaire. Data collection took place in two national table tennis tournaments, two local tournaments, and six table tennis clubs. Procedures in SPSS 19.0 (SPSS, 2009) and Mplus 5.21 were carried out for data analyses.

The findings of this study are that market demand factors would be significantly related to consumer perceived benefits and perceived value, and in turn related to consumer satisfaction of table tennis club membership. The market demand factors had a positive impact on perceived value and benefits confirmed the theoretical framework and previous research findings, which also made a practical sense that a table tennis club needs to offer product features and meet expectations of its current and potential members in order to enhance program value and benefits perceived by its members.

The past two decades have marked the speediest rise of a globalized sport production and consumption trend. In an era of globalized sport marketplace, sports have become a business commodity to meet the needs of commerce. For an Asian sport to penetrate into the North American marketplace as table tennis has done, it would be wise to develop regional network, strategies, product, and promotions. It is expected that table tennis as a popular Asian sport will continue being spread to other parts of the world; thus, the findings of this study have potential relevance to promoting table tennis globally.

In this study, we analyze sport as a cultural product of a particular place. We use the concept of “tradition” to highlight the collective (as opposed to individual) aspects of sport, emphasizing the importance of temporality, emergence, and novelty in social processes. We conducted a case study of internationally successful Icelandic men’s team handball that provides an interesting topic in this respect. Our findings challenge decades of research on sport that has stressed innate talent, individual qualities or physiological processes rather than the sociocultural processes. They support the interactionist approach to culture showing how local culture, rooted in specific interaction settings, influences the formation and development of a successful sport tradition. It is the way that cultural elements interact and combine in various networks that is crucial for national variations in playing sport. The social processes involved are best captured by Mead’s concepts of emergence, novelty, and the principle of sociality. These concepts help us to explain how unique national styles of playing sports derive from general cultural and social mechanism that interact to produce emergent and novel national variations. Our findings also support and extend earlier work on craftsmanship indicating that crafts-work, which is a part of an organized community resembling the old “workshop,” explains in part how innovations originate in sport-specific and other local networks. These theories offer a sociological extension of pragmatic theories of learning, emphasizing the group in the tradition of Mead.

The history of Hungarian sociology of sport can be divided to two periods, which are different in terms of conditions but show similarities in many other ways. In the period between the mid-1960s and 1989, the intensive development of the discipline was hindered by the repression of sociology and the lack of interest in sport on the part of social scientists. However, the unique social functions of (elite) sport still created a demand for scientific inquiry. In the second period, from 1989 to the present day, the conditions of research freedom were established; yet, sport as an area for research failed to attract the attention of social scientists. In this respect, today’s scholars of sociology of sport face similar problems as the founders of the discipline, although the changing economic conditions in terms of research funding and institutionalization provide a more favorable environment for the scientific investigation of sport-related social issues. As a result, the number of sport sociological publications has steadily increased in the past decade and Hungarian scholars have the opportunity to participate in international conferences and research projects. This chapter reviews sociology of sport in Hungary, with a focus on historical heritage, institutionalization, the current situation, and barriers to development.

NASCAR (The National Association for Stock Car Auto Racing) has instituted an aggressive growth campaign. NASCAR's compelling challenge is to retain its core fan base - south-eastern US consumers - while also attracting a new upscale demographic and an international following. One targeted initiative was a three-year commitment to feature the NASCAR Busch Series at the Autodromo Hermanos Rodriguez, near Mexico City. This paper explores the assimilation of NASCAR's core product into a Hispanic subculture, observes the media's depiction of the expansion, and discusses the US fan reaction to racing in Mexico.

In a currently western-dominated body of literature, the purpose of this paper is to empirically examine the relationship between motivation, experience, and satisfaction through a structural equation model. This empirical examination was performed in the context of a mega-sporting event (i.e. Asian Games), while considering sample characteristics and the cultural setting of a Middle Eastern host country (i.e. Qatar).

A survey was disseminated to 12 competition and non-competition venues of the 15th Asian Games in Doha, Qatar. There was a convenience sample of 392 volunteers.

Three-factor identification for volunteer motivation (external, purposive, and event related) with 48.76 percent variance explained. One-factor identification for volunteer experience with 66.08 percent of the variance explained. Two-factor identification for volunteer satisfaction (recruitment and training, communication and support) with 68.93 percent of variance explained. The sport volunteer satisfaction model fit data well (root mean square error of approximation=0.04, non-normed fit index=0.98, comparative fit index=0.99, standardized root mean squared residual=0.03). Motivation was positively and significantly related to experience. In turn, experience was positively and significantly related to satisfaction.

Limitations included the utilization of a convenience and homogeneous sample (approximately 78 percent were Asian males), and the fact the retention construct was not included in the model. Results indicated the need to further the utilization of modeling approaches in examining psychometric properties of sport event volunteers, as well as expand the knowledge of how eastern cultures perceive the concept of volunteerism.

Volunteers at the Asian Games were satisfied due to the fact that their event-related motives were actually fulfilled. Participants’ overall satisfaction levels were high since their experience with the event was also positive. Initially, satisfied volunteers could encourage additional volunteer involvement. An extended community-based volunteer pool could be utilized for a plethora of events in Qatar, thus supporting the country’s aspiration for becoming a hub for international sport events.

The authors tested empirically the interrelationship between volunteer motivation, experience, and satisfaction through a structural equation model in a Middle Eastern mega-sporting event.

It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.

A total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.

Results showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.

This study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.

This paper proposes the use of martial arts as a means to combat aggressiveness and, at the same time, to provide a concrete and preventive answer to the problem of violence against women.

The paper suggests the teaching of martial arts in school for both sexes, with a double positive effect: the reduction of the tendency to violence for boys and an increase in the defensive potential for girls. In both cases, looking to the long term, these synergistic effects could contribute to a reduction in violence against women.

The paper describes the Italian experience in teaching karate and judo at school. The Italian federation of judo, karate, fight and martial arts (FIJLKAM) was one of the first sports federations to have obtained the approval of a project for teaching its disciplines in schools. Thus, a lot of clubs of martial arts have been entering primary and secondary schools and they are teaching martial arts to children between 5 and 14 years old. During the school year 2008/2009 there were: 400 sports clubs implementing the project; 500 schools involved; 60.000 students participating.

In the paper two important points are proposed in order to achieve the goal: the obligatory inclusion of martial arts in school education programs by the government; and a scientific monitoring of the effects of these programs on the improvement of pupils' school performances and on the reduction of violence among boys.

In many cases some parents and school administrators still think that including martial arts in school programs may lead to incidents and instigating violence. But, the Italian experience shows that after the implementation of right projects in the schools, both parents and school administrators radically change their opinions on martial arts. Most cases have shown that after the first year just the parents who were initially dubious about the project ask the school for the reactivation of similar projects for the following years.

The paper identified a long‐term strategy to combat the problem of violence against women.

The passion of Canadians for ice hockey is well documented; however, university teams in Canada are routinely ignored by consumers and the media. The authors’ goal was to better understand the context in which Ontario university hockey struggles and to address the theoretical question of how best to examine and evaluate the problems of sport‐specific organizations. Using the Value Dynamics Framework (VDF), the purpose of this paper was to examine whether or not this framework fits well with the realities facing not‐for‐profit OUA hockey teams, and if not, to create a framework specific to these teams.

Semi‐structured in‐depth interviews were conducted with 15 of the 19 (77 percent) OUA hockey coaches during the 2010/2011 hockey season. The interview guide was drawn from the VDF elements and enabled the researchers to understand not‐for‐profit organizational assets, including physical, financial, employee/supplier, customer, and organizational.

This paper offers empirical insights about the assets and obstacles facing the OUA hockey league and its teams. For example, players, coaches, affiliation with universities, and the hockey product are noted assets. Obstacles for strategic growth include arenas, suppliers, media attention, financial sustainability, parity with other leagues in Canada, and leadership. The VDF proved a useful foil to suggest that something is needed that more accurately represents sport management‐specific situations.

The main limitation of this study is that it lacks generalizability. Although motivated to better understand not‐for‐profit sport in general, the authors’ model is specific to OUA men's hockey teams. However, their OUA hockey team‐specific revised VDF does provide insights into the assets available to coaches, and also acknowledges the corresponding challenges or obstacles surrounding the asset classes in the context of OUA hockey.

This paper provides an approach towards making a more generalizable not‐for‐profit sport model that could help explain the success (or lack of success) of such organizations.

This study addresses a need to develop a framework to examine and evaluate not‐for‐profit sport‐specific organizations, such as the teams in the OUA.

The purpose of this study is to understand the impact of gender in the sport business by investigating gender differences in entrepreneurial leadership and cultural values using quantitative methods.

In total, 241 surveys were completed by sport business owners in 4 countries in the Middle East.

The results revealed that gender differences and similarities are not only widely affected by national cultural values but also the effects of national cultural values vary between countries in the Middle East, despite these countries being similar in terms of habits, traditions, history, language and institutional systems. Additionally, it was found that entrepreneurial leadership is a role, task or responsibility that is related to both men and women in the sport business in the Middle East.

Theoretical and practical implications of the findings are discussed, together with limitations and suggestions for future research.

This is the only study in the field of entrepreneurial leadership that examined the concept of entrepreneurial leadership in Middle East sport businesses.

The learning outcomes are to sensitise with the cause of sport development in India; to familiarize with the concepts of SDGs and sport development continuum in context of the Tata Trusts work in sports (Sports Portfolio); to relate strategy concepts of resources, SWOT analysis, cooperative implications, Carroll's CSR pyramid and Porter-Kramer strategic corporate social performance and shared value framework of inside-out and outside-in linkages with the Sports Portfolio strategy at the Tata Trusts; and to link sport development concepts like sport and development, sports development continuum and capacity building with the Sports Portfolio work at the Tata Trusts.

The case explores the sport and development issues faced by Ms Neelam Babardesai, Head of Sports Portfolio, Tata Trusts in Mumbai, India. The Trusts had a long history of contributing to the development of sport in India and looked forward to aligning their work in the sport with the United Nations (UN) sustainable development goals (SDGs). They started Sports Portfolio in 2016–2017 intending to complement their work in education and generate positive socio-economic change at the grassroots (local community) level in India. They also had the resources to implement the programmes. However, they were faced with issues like the deficiency of physical literacy in schools resulting in the disinterest of children and parents in sport and physical activity, which also might lead to health issues, later in life, minimal cooperation between entities involved with sport and development, lack of structured sports programmes and skilled human resources and the national sports policy needing better details and implementation and follow-up plans in India. Their strategic response was based on the use of a “sports development pyramid”, capacity building, alignment with the SDGs and complementary partnerships and collaborations. What were the outcomes? Should they continue with the same strategic approach? What should be their future course of action for sport and development? How should they respond to the COVID-19 crisis? Ms Babardesai reflected upon the above questions while concluding that India needed a long-term strategy for the development of sport.

The case is intended to be taught in the class of strategic management for postgraduate or master's level participants of business administration for concepts like resources, SWOT analysis, cooperative implications, corporate social responsibility (CSR), shared value and introducing the concept of the UN SDGs (SDGs), capacity building and sports development continuum (sports development domain) in context of the Indian sports scenario. The case should be equally useful in teaching relevant courses related to sports management and development. It may also be used for courses related to development studies and sustainability at the master’s level. The case may also be used by practitioners and researchers associated with sport and development/sports development and SDGs.

Teaching Notes are available for educators only.

CSS 11: Strategy